Cadbury North America Puts Media Account Into Review

Regional Spending Estimated at $100 Million

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NEW YORK ( -- Cadbury North America has placed its media-buying and -planning account under review, the candy maker said.

WPP Group's Mediaedge:cia is the incumbent in the U.S., and Interpublic Group of Cos.' M2 Universal is the incumbent in Canada. Media spending for the two regions is an estimated $100 million, people close to the matter said.

Media shake-up
Cadbury North America, headquartered in Parsippany, N.J., counts Trident, Stride, Dentyne, Swedish Fish and Sour Patch among its brands. The review, which will be handled by consultant Joanne Davis, comes amid a global shake-up in media assignments for Cadbury.

Omnicom Group's PHD recently won the candy maker's estimated $50 million media-buying and -planning business in the U.K. and Ireland, beating out the incumbent, Publicis Groupe's Starcom, Aegis Group's Carat and a team including Naked Communications in the pitch, according to published reports.

Beverage unit now separate
In May, Cadbury North America separated from beverage business unit Cadbury Schweppes Americas, which has now become the Dr. Pepper Snapple Group. Separately, the beverage marketer changed media agencies earlier this year, shifting buying and planning on its estimated $150 million account from Mediaedge:cia to Interpublic's Initiative.
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